UX research report: Improving conversion rates

Project brief

Overview
UX Research casestudy within Memorisely Bootcamp
Timeline: 8 weeks
Goal: Increase Conversion Rates and identify friction points in the user journey that prevent users from completing bookings on sky scanners web application.

Business goals
Skyscanner is a leading global travel search site that allows people to compare and book flights, hotels, and cars. However, the travel industry is constantly evolving, and user expectations are continuously changing. This brief outlines the scope of a UX research project aimed at assessing and improving the user experience on Skyscanner.com.

User segment
High-Intent but Non-Converting Users

For the specific business goal of increasing conversion rates by identifying friction points in the user journey, the most relevant user segment to focus on would be those users who show high intent but do not complete a booking. These users navigate through multiple steps on the website or app—such as searching for flights, selecting options, and maybe even initiating the checkout process—but ultimately drop out before finalizing their purchase.

Characteristics of Target User Segment
‍Repeat Visitors: Users who have visited Skyscanner multiple times but have not made a booking.‍
‍Multi-page Users: Users who explore beyond the landing page and engage with multiple steps in the booking process.
‍Cart Abandoners: Users who add flight, hotel, or car options to their cart but do not complete the purchase.
‍High Engagement Time: Users who spend a relatively longer time browsing the website or app without making a booking.
‍Multi-device Users: Users who interact with the service on different devices (e.g., mobile and desktop) but never finalize a booking.
‍

Research report